This is our pink brochure from March 2017
This is our first ever printed brochure. It emphasizes the importance of social media marketing as a primary element of marketing strategy.
Social media continues to exert a greater influence over search presence and search results. For this reason we refer to it as a shortcut, because it delivers results much faster than marketing executions without any social contact.
If you care to receive this printed version, simply text +1 (778) 814-7800 with your name and address or email firstname.lastname@example.org. Please note there is an updated version of our brochure that is not pink and is entirely different. The new version is more emphatic about our belief that social media should be the cornerstone of any effective digital marketing strategy.
Highlights from the Pink Brochure
- Every so often, a message will find a way to spread on its own. We’re for the other times.
- In our first six months, we’ve written more than 20,000 tweets (Social media) and 120,000 words (content marketing)
- There is a graphic of our Twitter account analytics summary. It shows that we earned 577,000 tweet impressions in 28 days. The graphic also shows that our twitter profile was visited 3,200 times during the 28 day period. Up until about mid-August 2017, we used to tweet a lot: 109 times every day. August was a very poor month for us and we blamed it on our frequency. Since then we’ve scaled back to a much more reasonable but still active 12 times per day.
- There is a quote that says “with social you need to be there. Every day. It’s a lot easier if you have lots of stuff.” True.
You can see that we changed “stuff” to content in a subsequent revision that was posted on the web (AKA here).
- We talk about what constitutes “our stuff” (now “our content”). Our stuff/content consists of social campaign planning and execution; long-form content (1500+ words); Audience development for social media; social media releases (press releases for social distribution); content curation for multi-platform editorial calendars; social KPIs for planning and post-campaign analysis. There are subheadings under long-form content.
- On page 8 we make the point that every leader has followers. We describe how we wanted to see how fast we could grow our Twitter account to 10,000 followers from zero. It took about six months. We show a screen shot from our Twitter analytics account that shows that we earned 1.8 million impressions in a 91 day period.
- Steve Yanor’s favourite page in the pink brochure is page 9: Twitter campaign types. This page depicts 15 different types of Twitter campaigns. This is an originally created graphic not sourced from anywhere else but our own experience. There are some great types of campaigns you can try on Twitter. The subtext explains that the great thing about Twitter is that if you have an audience, you can produce and run the creative without paying Twitter to run it. This is in sharp contrast to Facebook. Twitter will actually show your campaign to all of your followers when your followers visit your channel. Yay Twitter!
If you’re not using your Twitter channels to develop an audience and publish information crafted to increase your value, you are missing a huge opportunity.
- On page 10, we include another quote. This one is from Steve Yanor. It says: “The model of disseminating corporate news to a bunch of zombies is broken. Social is the fix.” Again, true. Press releases can cost as much as $1200. For what? A hollow audience. Do yourself a big favour and allocate half of your press release budget to building an audience on Twitter. It is money very well spent.
- The following section is called “THE GOODS.’ It’s in all caps. It is the exact same as the previously titled “Our Stuff” which, as you may recall, was subsequently changed to Our Content. It appears we couldn’t quite land on another term for “our services.”
- There is a quote from one of our clients.
- On pages 14 and 15, there are several examples of our content marketing pieces for one of our clients. These examples include “How We Got Nominated For a Major International Award Based On a Sticky Note Drawn By the Head of a Trading Unit at a German Investment Bank”; “The Secret Design Lab” l “The 7 Commandments of Airport Websites (We Couldn’t Think of 10)”; and “And the Gold award for best bottle design in the luxury spirits category goes to Carter Hales!” These various executions were published on Medium and LinkedIn and distributed on Twitter and Facebook.
- The next spread moves to industry research. The title “Ad spend is shifting to social” is again in all caps. There are various charts and graphs showing favourable trends for social media published by reputable sources.
- We go on to repeat the previous formula of using a client testimonial/quote and a repetitive listing of “OUR STUFF” which has reverted from “The Goods” back to “stuff”. It appears we do not want anyone who reads the pink brochure to miss what we do.
- Spread 19-20 is a case study involving one of our clients. The case study discusses how we “resurrected” a client’s dormant Twitter account so to attract new opportunities. It is a good case study in the sense that it does reflect our strength at bringing dead Twitter accounts back to life to fight and win new business. In this particular case, the business relates to programmatic audio.
- We mix in our programmatic audio campaign samples with facts about social media. Looking at it now, that doesn’t make a lot of sense. This is probably why this brochure went the way of the dodo. They’re good facts, but they seem out of place. You can judge for yourself:
The final spread is “Confessions of a content marketer.” It is an interview with Steve Yanor, our founder.
Twitter as a back door to Google SERP
According to a recent survey by emarketer, more brands are allocating new spend to social this year while also upping their content marketing activities. You seem to be right where the action is. What’s that like?
When I was deciding what to do with my life I studied what was going on in digital. In 2016 Google was making major changes to its algorithm and it was clear that they were rewarding brands that publish lots of content across different platforms. So I spent a little time at an automotive SEO company to get an inside perspective of what these guys do all day. What I learned was that there is an huge amount of demand for these types of services. Automotive is one vertical that’s been done to death so I thought why not cater to everybody else? If you can sell cars with long-form content you can probably sell anything: apps, tech companies, or homemade socks.
How does social fit in to the equation?
For some reason I didn’t buy into the notion that Twitter is an underperforming platform. From a pure news dissemination vehicle, Twitter is unrivaled — if you can build an audience. That’s the tough part. But it’s really not that difficult if you stick with it. The other consideration is that if you compare organic posts on Facebook to Twitter, Twitter is far superior.
I also think that Twitter’s insatiability is ideal for brands that want to gain share against competitors that aren’t active on Twitter. A link that is clicked on through Twitter can end up in Google’s search results. It is a remarkable back door.
For example, if you choose to run an ad that you created in your own Facebook feed, Facebook will only let a handful of people see it. How does that make sense?
What do you see in the year ahead?
I see publicly-traded companies using social for corporate disclosure. Did you know it’s $1200 to send a news release over the wire? It’s ridiculous. That entire model has to change. I want to be one of the players involved with making that happen.
Every year there are a few top performers in the stock markets and without exception they are all using Twitter to share their news releases. That says a lot.
The other trend is the continued push for consumer identification and personalization. Data-driven marketing is becoming more and more popular. Artificial intelligence will drive social targeting and results as never before.
Our mission is to combine social data with broad distribution to not only improve the likeability of brands, but to drive the two most important measures of brand performance: revenue and market capitalization.
That’s the pink brochure from March 2017.